“Not every project requires us to write personas. Interviews (or interviews alone) are not always the best way to collect the insights we need to understand our users. Customer journeys are not the be-all-and-end-all in visualizing a user’s experience. The tools and methods we use should differ from project to project because the specific goals and scope of each project is different.”
“Carrying out a UX competitor analysis will empower your business choices. But how? Through researching the competition, you can glean insights from the data you collect and make informed UX design decisions.”
Summary: User interviews have become a popular technique for getting user feedback, mainly because they are fast and easy. Use them to learn about users’ perceptions of your design, not about its usability.